The translation process isn’t only about changing words from one language to similar meaning words in another language. Rather, it’s about finding suitable ways to describe things in a desired language. Similarly, the translation of an advertisement does not just entail converting it to another language but also accounts for various other cultural elements and nuances.
When it comes to gaining attention of the consumers, companies use a lot of ways to advertise their products, services, and brands. They invest in television adverts, print ads, social medial ads, and more. However, if the target audience includes international customers, then it becomes crucial for a company to translate ads into the native language of their customers.
Introduction to advertisement translation
Advertising translation services refer to the process of converting an original ad for a different audience speaking a different language. It includes a contextual adaptation of the content while also incorporating cultural subtleties. It’s done in a format that appeals to the target audience.
The role of translators is very important in translating the adverts. They have to make intelligent choices related to word functions, choice of words, register, tone, and style. And not to mention, all these changes should be in accordance with the contextual information of the advert.
Why advertisement translation is important
Advertisement translation plays a critical role in the global expansion of your company. It helps you engage, attract, and attract a foreign audience that was previously far from your reach.
Companies of all sizes are translating and localizing their advertising because of the opportunities it presents to penetrate the global market. Done right, it enables companies large and small to establish an international brand presence and increase their sales.
The latest studies show that nearly 63% of websites on the internet are in English. Interestingly, these websites only reach out to 25% of all users on the web. And advertisement translation has a link to these statistics.
As per the reports of CSA Research, the Fortune 500 firms that invested in translation services reported 2.04 times more likelihood of improving their profits. Also, they had 1.27 times more likelihood of increasing earnings per share.
According to other studies, 86% of translated and localized mobile advertisements outperformed their English counterparts. The localized adverts lead to a 22% increase in conversion and a 42% increase in click-through rates.
Your market size increases
Translating the adverts and placing them in international marketplaces means your business is open to new worldwide audiences. It allows you to connect with users on their cultural levels, thus attracting more people to your company.
More global customers turning to your business means your market size is increasing. Therefore, you must make use of all communication channels and send localized messages to make them your loyal customers. This includes reaching them on their favorite devices and showing local adverts.
Let’s say you’re entering America where people check their smartphones 96 times each day. Which means they check their phones after every 10 minutes. Since they use phones a lot, the best way to approach them would be via mobile. For this purpose, you can use your mobile app for advertisement and adapt your messages with mobile app localization services to suit the needs of the intended audience.
Brand reputation increases
A successful entry into a new foreign market calls for establishing business relevancy in that region. Therefore, localizing your advertising materials is vital to build a good reputation for your brand as well as to resonate with the intended audiences.
When customers find your business as a credible one, your global expansion strategies will start thriving. However, credibility comes if you can provide your customers with the best user experience. So, if you want to elevate their experience interacting with your business, start providing them with marketing materials and adverts in their native language. This will definitely help increase your brand reputation, credibility, and trust.
Click-through & conversion rates improve
Click-through rate (CTR) and conversion rate (CVR) are two very important KPIs related to advertising. According to reports, multilingual ads generate higher click-through rates and conversions in global markets compared to their English-only counterparts.
For example, Appia is a mobile user acquisition company that studied the many benefits of localized mobile ads in markets such as Spain, Germany, and France. They distributed mobile ads across these markets in both localized form and in English.
The results they saw were astonishing. Localized campaigns performed better than the English ones by 86%. This testifies that having a localized copy will resonate more with your potential customer, which in turn will improve your bottom line. However, this often demands hiring the expertise of an experienced translation company that can localize your campaign in the most professional manner possible.
Concluding remarks
Advertisement translation is essential if you need to market your products or services across borders. It changes your adverts to suit the linguistic and cultural preferences of the target markets. Doing so helps improve your market size and reach along with other important parameters such as brand reputation, click-through rates, and conversion.